DIY and home improvement retailer Wickes has renewed and extended its sponsorship with the Talksport radio station for a further year.

BRANDS

Wickes renews sponsorship deal with Talksport

12 September 2013 | by The Retail Bulletin

DIY and home improvement retailer Wickes has renewed and extended its sponsorship with the Talksport radio station for a further year.

The 12-month extension, conceived by Carat Sponsorship, builds on a four year relationship between Wickes and Talksport, and will see the retailer become the title sponsor of Colin Murray and Friends.

Wickes will have live on-air accreditation during the new mid-morning weekday show as well as content integration into a number of branded features to be launched throughout the year.

The first branded feature is a daily 30-minute slot called “The Wickes Phone-In”, in which listeners are invited to share their opinions on the latest topical sports news. The best comment will be awarded ￡00 worth of Wickes vouchers.

Stephen Entwistle, national advertising manager for trade at Wickes, said: “Our relationship with Talksport has proved to be very successful over the years and we are particularly excited to work with Colin Murray, who has shown an openness and passion for the partnership since the start. We are confident his inclusive style will resonate with Talksport listeners and help build a powerful relationship with our target audience.”

Robert Honeywood, sponsorship manager at Carat, added: “Colin Murray, with his unique fun, energetic and everyman style, has a talent for creating real connections with the audience and perfectly embodies Wickes’ values.

“The roll-out of branded features throughout the year is part of a wider strategy that will help us deliver bottom-line business value for Wickes by keeping it front of mind for tradesmen, and build deeper customer loyalty.”

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